Top spots in search equate to branding

I came across this article yesterday which presents very interesting findings relating to branding and search engine results. The proper combination of paid results and organic results has a positive impact on brand affinity, brand recall, and purchase intent.

This presents an interesting dilemma for those keywords that don’t convert well (i.e. “blinds”) but are high-volume in nature. Some terms are so generic that for folks in the market for the product, it can actually make sense to play in these areas for branding-related purposes.

A proper SEM strategy with channel partners and an SEO strategy for your own site now theoretically will not only help conversion rate, but the influence of your brand. Sometimes you can’t show up for every possible keyword that relates to your products, but through a combination of leveraging the breadth of sites that sell your products online (i.e. your channel partners) and your own SEM/SEO strategy, search has a significant potential to influence buyer preferences.

In essence, the more they see your brand for all keywords related to your product, the higher the probability they will associate your brand with those terms — and hopefully convert/purchase your products.

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